BI-LO SWOT Analysis, Competitors & USP

Posted in Lifestyle and Retail, Total Reads: 2830

SWOT Analysis of BI-LO with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis


Parent Company

Southeastern Grocers Inc


Frozen Food


Lifestyle and Retail

Tagline/ Slogan

Real savings real fresh


Offering fresh food on a wide variety at real low prices



People who have irregular working hours or work shifts, have less time for shopping and want to save as much as possible

Target Group

Working class professionals who want to buy everyday items like milk, milk products, meat and frozen food and still want to buy it cheap.


Fresh Serving customers with best, high quality  products and excellent service at the lowest and best value

BI-LO SWOT Analysis


Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of BI-LO :

1. Legacy of serving people since 1961 leading to strong brand equity
2. Offers wide range of fresh and chilled food along like milk, meat and readymade foods.
3. Also present in 200+ stores  and employs 63000 people, wide in awareness.
4. Offers best quality products at best prices

5. Acquisition of smaller brands has enhanced the brand image

6. 480+ brands Winn Dixie brand


1. The range of food offered is limited compared to other supermarkets which limit the options available to consumers.
2.since it has gone through many acquisitions, brand awareness is a problem.


1. More young professionals living away from home and working long hours prefer frozen food. Hence their target group is increasing fast.
2.Increasing purchasing power parity leading to improved lifestyles e.g – more ready to eat foods
3. Expand network, wider product range  and reach to people by opening up more flagship stores.


1.Robbery attempts and other threats lead  to concerns for property loss.
2. Intense competition from corner stores, supermarkets, grocery stores and host of other convenience stores.
3.Lack of large scale space leading to merger of many convenience stores and increase in competition.

BI-LO Competition


Below are the 3 main BI-LO competitors :

1. Wal-Mart Stores, Inc.

2. Publix Super Markets, Inc.

3. Food Lion, LLC

The brandguide table above concludes the BI-LO SWOT analysis along with its marketing and brand parameters. Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry.


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